A nice picture alone can’t possibly reveal whether a person is right for you. And let’s admit it, a swipe left or right can be slightly unfair when we don’t have the full picture. This is why popular dating app, Bumble, is taking matchmaking a step further by attempting to connect users based on their musical taste. Bumble will soon let its users link their Spotify account to the app, so that they can find interesting people that match their musical criteria.

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Until now, users could type in the type of music they liked on their profile, but this technique was deemed as time-consuming. By partnering with Spotify, Bumble will not only save some precious time, but will also get access to further social data, which could be used to optimise its “matching” algorithm. Yes, it’s all about ROI, even on dating apps.

Bumble is competing with Tinder – although to a lesser extent – and currently has 5.5 million people signed up on its platform, with 20% of them using the app on a daily basis.

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Villy is a Digital Strategist. Villy studied Computers, Networks and Communications Engineering. She defines herself as an infinite pool of useless information, varying from astrophysics and biogenetics to modern art and football tactics.